Seattle-based interactive agency Avenue A and RealNetworks say a streaming ad campaign netted an average click-through result of 5.6%, more than 13 times greater than the 0.42% industry average for banner ads. Even more important, the conversion rates, the rates at which people perform a desirable action such as a sale or registration, from this streaming campaign (in this instance, a download of RealPlayer software), were more than five times higher than RealNetworks' conversion rate from previous banner ad campaigns. The goal of the one-month campaign was to drive traffic to the Real.com Web site and encourage downloads of the latest RealPlayer software. RealNetworks created the streaming media ads, while Avenue A leveraged its Atlas Digital Marketing Technology Suite to deliver, track and optimize results.
Copyright November 2000, Crain Communications Inc.